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87% of German adults now stream video content, overtaking linear TV at 86%, while mobile usage dominates, FAST channels gain traction, and paid subscriptions face mounting pressure from rising costs and demand for free alternatives.

The number of paid streaming subscriptions surpassed 9.5 million in Q2, with ad-supported subscriptions being a key driver of growth, as presented in Mediavision’s latest analysis of the Swedish market.

The U.S. streaming market closed Q2’25 with 339M subscriptions, including 20% in Specialty, Sports, and vMVPD services; Specialty SVOD grew 12% YoY, while overall streaming added a net 6M subscriptions.

According to LG Ad Solutions’ “The Big Shift 2025 | Australia Edition,” 63% of CTV audiences in Australia now prefer streaming, 64% favor free ad-supported TV over paid subscriptions, and more than one-third take online action after seeing a relevant ad.

Subscription video-on-demand viewing in Europe rose 5% year-on-year in the first half of 2025, with locally produced original content emerging as the key driver of audience engagement and platform retention.